Analisis Kualitatif Peran Komunikasi Contact Center Dalam Meningkatkan Kepuasan Nasabah Bank Ocbc Indonesia

Abstract

Digital transformation in the banking industry positions the contact center as the frontline of communication between banks and customers, functioning not only as an information channel but also as a social interaction space, shaping perceptions of service quality. This study aims to explore the role of contact centre communication in enhancing customer satisfaction at Bank OCBC Indonesia, employing Social Exchange Theory (SET) and five interpersonal communication concepts: openness, empathy, supportiveness, positiveness, and equality. A qualitative method was applied with six informants consisting of customers, agents, and managers, using in-depth interviews and non-participatory observation. Data were analysed using thematic coding (open, axial, and selective) to identify interaction patterns influencing satisfaction. Findings reveal that responsive, empathetic, and transparent communication fosters customer satisfaction and loyalty, although challenges such as solution uncertainty and time pressure remain. The study concludes that consistent and fair communication is essential for building customer trust and recommends that future research expand the scope of informants to include broader perspectives and integrate quantitative approaches to enrich understanding of the relationship between communication and customer satisfaction in this digital bank era.